The fact that last-click attribution is inaccurate is no longer in question, but what should replace it is far from clear. More sophisticated solutions, like Google Attribution, look at and weigh other touchpoints on a consumer's path to purchase, but this is not a one-size-fits-all conundrum. How far are we from accurately tying media performance through to conversion, and discovering potentially undervalued, game-changing marketing channels? What are the metrics that will allow you to shift your budget to optimize marketing across channels? We'll dig into one of the industry's hottest topics.
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